Software As A Service Marketing: 6 Step SaaS Marketing Guide

Software As A Service Marketing

SaaS is the acronym for software as a service. It refers to brands that sell a digital product, which is meant to relieve a pain point and solve a problem. These intangible products are more like services rather than products as they need to be subscribed on monthly or yearly basis rather than being a one-time purchase. The SaaS market has seen a boom in recent years as both B2B and B2C companies are seeking to strengthen their online presence, exposing them to new digital problems which these SaaS companies tend to solve. From inventory management solutions to correction of spellings, these SaaS companies are everywhere, and the market seems saturated than ever.  

SaaS Marketing Guide

At first glance, Software As A Service Marketing(SaaS) might not seem as different from that of any traditional one, but it in fact is a totally different playing field. The absence of a tangible physical product makes SaaS marketing a lot trickier and delicate than traditional marketing. Just think of trying to explain to a boomer that you pay $200 a year for the correction of grammar in your texts, which you send on a completely free app, and you will understand why it’s the trickiest of marketing. Selling a SaaS product is similar to selling a promise and requires not only reaching the prospective client but making him believe that this product is worth the buck. 

So if you own a SaaS brand and have software or soft service to sell, this comprehensive SaaS Marketing guide can help. let’s go through the six basic steps of Software as a service marketing (SaaS marketing ) 

Target Audience And Market

As in any other marketing, the basics here remain the same. You need to have a clear idea of who you are targeting to sell this product to and what problem you aim to solve, so the reach-out should be hyper-specific. If you provide an SEO tool, your audience should be marketing executives and freelancers rather than random IT guys. 

Invest In Digital Assets And Content 

In Software as service marketing conditions, your site is essentially your shop, and your content’s the showcases that carry the product so invest in them. The site should be clean and minimal, with easy instructions and a catchy copy written on it. Converting a customer is partly dependent on user experience too, alongside products usability. 

In addition to creating a swift site, you can invest in content for the site. Blogs, articles, faqs, demos, tutorials, and Seo backlinks are all long-term investment options that will help in building a solid community and trust around your SaaS brand. Moreover, these forums allow you to exhibit all your product’s use cases, which makes the customer feel he’s getting better value for the buck.

Offer Freemium Or Demo Accounts

The third step of this SaaS marketing guide is acquiring customers and for that, you need to keep the barrier to entry low. Offering Freemium or demo accounts is the norm of this SaaS industry. This way, it’s a safe bet for the client as the only resource he is investing in is his time, not the monetary resources. One thing that can be done in addition to seem more credible is to offer an “Any Time Cancellation” option. 

The process of offering trails is resource-intensive, and you can’t solely rely on customers to start paying for software service after the trial is over. What one can do is offer a basic account for free and tease premium features in it. Moreover, ads can be shown in the free version to cover the costs and encourage users to shift towards the paid one. 

Transparency 

If you believe in the product you have created, then transparency should be your virtue. There should be no hiding of prices or hidden extra charges. One should compete in what his core competencies are and not follow the market trend just for the sake of it. This means easy dual click signup, a clear display of the net cost payable, and delivering the promised stuff.

Lowering The Churn Out 

Churn rate refers to the rate at which the existing customers are unsubscribing: the lower the churn rate, the better for a brand. So dire measures need to be taken to lower it. Its importance can be clarified by the fact that the cost of acquiring a new customer is 19 times more than retaining the previous ones.

A great way to do it is through setting up robust customer support. By valuing the customer’s feedback and resolving queries, the customer feels more cared about and is less likely to shift to a new service. Also, addressing the inconveniences faced by the customers individually, and going the extra mile in strengthening customer relations can be very beneficial in the long term. 

Retarget 

As the cycle seems to complete and you finally have a database of customers, move back to step one, i.e spreading the word to potential clients. But this time, the targeting should be more rigorous as you have the back of data. So filter out the common traits and geolocations to better retarget the audience and continue this marketing cycle.

EndNote 

This 6-step SaaS marketing guide is enough to give you a headstart in starting SaaS products marketing campaign. If it all seems hectic and undoable, you can always hire professional digital marketers such as FSD solutions, so you can focus on the core of your business and let the pros handle the marketing part.